What is Bequest Marketing and Why Does It Matter?
Bequest marketing represents a strategic approach that empowers nonprofits to inspire and encourage donors to include charitable gifts in their wills or estate plans. These legacy gifts enable donors to support the causes they care about for generations to come, without affecting their financial security during their lifetime. Consequently, bequest marketing has become the cornerstone of successful planned giving programs across the nonprofit sector.
Among all planned giving vehicles, bequests remain the most common, accessible, and straightforward option, making them an absolute priority for any nonprofit organization seeking to secure sustainable long-term funding. Furthermore, a well-executed bequest marketing strategy builds deeper relationships with your supporters while creating a pipeline of planned gifts that will fund your mission far into the future.
Why Bequests Should Be Your First Planned Giving Strategy
When developing a comprehensive planned giving program, nonprofits frequently explore sophisticated options like charitable gift annuities, remainder trusts, and other complex planned gifts. However, marketing bequests should form the foundation of any legacy giving program for several compelling reasons:
1. Bequests Are Overwhelmingly the Most Popular Planned Gift
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- Over 90% of all planned gifts come in the form of bequests, making them the dominant legacy giving vehicle.
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- Legacy gifts through bequest marketing require no immediate financial commitment from donors, removing a significant barrier to participation.
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- Even donors with modest means can participate in bequest giving, ensuring your program remains inclusive and accessible to supporters at all giving levels.
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- Bequest marketing appeals to donors who want to make a significant impact without changing their current lifestyle or financial plans.
2. Easy to Implement for Both Donors and Nonprofits
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- Unlike complex charitable remainder trusts or annuities, adding a bequest to a will is remarkably straightforward for the average donor.
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- Bequests eliminate legal complexities and large upfront financial commitments that might deter potential legacy donors.
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- Since bequests are revocable, they present an attractive, low-pressure option for hesitant donors who may be considering their first planned gift.
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- Simple bequest language can be provided to donors for their attorney to incorporate into their will or estate documents.
3. Bequest Marketing Requires Minimal Organizational Resources
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- You don’t need a large team or specialized legal expertise to effectively start promoting bequests to your donor base.
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- Simple website pages, informational brochures, and targeted email campaigns can drive impressive results for your bequest marketing efforts.
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- Legacy donors typically require minimal ongoing stewardship compared to major gift donors, making bequest marketing highly cost-effective.
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- Your existing development staff can implement marketing strategies without extensive additional training.
Here are some solid planned giving myths debunked that make a good case.
The Significant Impact of Bequests in Nonprofit Fundraising
1. Building a Sustainable Financial Future
An effective bequest program provides nonprofits with a predictable and sustainable revenue stream. Unlike annual fundraising, which requires constant cultivation and solicitation, legacy gifts secured through strategic bequest marketing ensure funding beyond a donor’s lifetime. As a result, these gifts support mission-driven initiatives for years or even decades to come, creating financial stability during uncertain economic times.
2. Bequests Generate Substantially Larger Gifts Than Lifetime Donations
Extensive research consistently shows that donors leave significantly larger bequests than they contribute during their lifetime. In fact, a typical bequest secured through effective marketing is approximately 200-300 times larger than a donor’s total lifetime contributions. Therefore, even donors who make modest annual gifts can become major supporters through thoughtful estate planning.
3. Strengthening Donor Relationships Through Bequest Conversations
When donors include your organization in their will following your marketing outreach, they establish a profound lifelong connection. It’s comparable to making your nonprofit part of their extended family. Many forward-thinking organizations foster these valuable relationships through legacy societies, annual recognition events, and meaningful stewardship efforts that acknowledge the donor’s commitment during their lifetime.
4. Dr. Russell James’ Groundbreaking Research on Bequest Giving
Dr. Russell James, a leading researcher in charitable giving and bequest marketing, has conducted extensive studies demonstrating that bequest donors typically give more over their lifetime and remain deeply connected to the organizations they support. His research findings emphasize the importance of early and consistent messaging about legacy gifts to engage potential donors effectively. Additionally, his studies show that bequest marketing conversations actually increase current giving from those same donors.
Proven Best Practices for Effective Bequest Marketing
1. Make Legacy Giving a Core Messaging Component
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- Feature bequest giving options prominently on your website and in all marketing materials.
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- Use clear, simple, and approachable language to explain how donors can leave a gift through their will or estate plan.
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- Highlight compelling stories of real donors who have made legacy gifts to demonstrate the tangible impact of bequest giving.
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- Integrate bequest marketing messages into your regular communication schedule to normalize the conversation.
2. Use Donor-Friendly Language in All Bequest Marketing Materials
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- Avoid complicated legal jargon in your bequest marketing. Instead of “residuary bequest,” use accessible language like “leave a percentage of your estate.”
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- Provide sample bequest language that simplifies the process for both donors and their attorneys.
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- Frame bequest giving as an opportunity to create a lasting legacy rather than focusing on end-of-life planning.
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- Use warm, conversational language that emphasizes the donor’s values and the impact their bequest will have.
3. Promote Legacy Giving Through Multiple Marketing Channels
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- Email newsletters with dedicated bequest marketing sections
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- Direct mail campaigns specifically focused on planned giving options
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- Social media storytelling highlighting the impact of legacy gifts
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- Personal outreach from gift officers trained in bequest conversations
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- Webinars and educational events about estate planning and charitable giving
Download 101 Clever Questions that Unlock Planned Gifts
4. Target the Right Audience for Your Bequest Marketing
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- Older donors (age 55+) who are beginning to consider their estate plans
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- Loyal, long-term supporters who have demonstrated consistent commitment to your mission
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- Donors who have recently updated their will or estate plans due to life changes
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- Supporters who have expressed interest in making a significant impact on your organization
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- Board members and volunteers who have demonstrated deep commitment to your cause
5. Simplify the Bequest Process for Potential Legacy Donors
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- Provide an easy-to-follow “How to Leave a Bequest” page on your website as part of your bequest marketing strategy.
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- Offer free legacy planner guides and templates to help donors get started with the process.
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- Highlight that even a small percentage of an estate can make a substantial impact on your organization’s work.
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- Create clear calls-to-action that invite donors to request more information about how planned gifts work.
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- Develop a bequest marketing FAQ section that addresses common donor questions about legacy giving.
We even have a client who has recorded a legacy giving ad on his voicemail. Here are more tips.
6. Create a Dynamic Legacy Society as Part of Your Bequest Marketing
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- Recognizing legacy donors publicly through a formal society encourages others to consider a bequest.
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- Benefits can include exclusive events, recognition in publications, and special program updates.
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- Thoughtful stewardship helps keep donors engaged with your mission and prevents them from changing their bequest plans.
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- Annual legacy society events create community among bequest donors and strengthen their commitment.
- Recognition materials should emphasize the impact these future gifts will have on your organization.
Bequest Marketing vs. Other Planned Giving Vehicles
| Planned Gift Type | Ease for Donors | Ease for Nonprofits | Average Gift Size | Stewardship Required |
|---|---|---|---|---|
| Bequests | Very Easy | Very Easy | Medium to Large | Low |
| Charitable Gift Annuities | Moderate | Requires Administration | Medium | High |
| Charitable Remainder Trusts | Complex | Requires Expertise | Very Large | High |
| Donor Advised Funds | Moderate | Requires Setup | Medium | Moderate |
Bequests are undeniably the simplest, most effective, and least labor-intensive planned gifts to market and secure. Therefore, organizations should focus on bequest marketing first before expanding into more complex gift planning options that require additional resources and expertise.
Common Myths About Bequest Marketing
(and Why They're Wrong!)
Myth #1: Only Wealthy Donors Leave Bequests
Reality: Bequests come from donors across all income levels and demographics. Many people include small percentage-based gifts in their wills, which collectively add up to significant support over time. Effective bequest marketing recognizes that anyone can be a legacy donor, regardless of their current giving capacity.
Myth #2: Donors Will Be Offended if You Ask About Bequests
Reality: Most donors genuinely appreciate learning how they can leave a lasting legacy through a bequest. The key to successful bequest marketing is positioning legacy giving as an opportunity to extend their impact, not as an obligation. When presented thoughtfully, bequest conversations are often welcomed by donors who care deeply about your mission.
Myth #3: Bequests Take Too Long to Pay Out to Be Worthwhile
Reality: While bequests do require estate settlement after a donor’s passing, they remain one of the most reliable and substantial sources of nonprofit funding. Furthermore, organizations with established bequest marketing programs receive a steady stream of estate gifts each year, creating predictable revenue that can be factored into long-term financial planning.
Myth #4: Bequest Marketing Requires Specialized Expertise
Reality: While some planned giving vehicles do require specialized knowledge, basic bequest marketing is accessible to organizations of all sizes. With straightforward educational materials and simple communication strategies, any nonprofit can implement an effective bequest marketing program using existing staff and resources.
How to Launch a Successful Bequest Marketing Campaign
1. Assess Your Current Donor Base
- Identify loyal supporters who may be receptive to legacy giving conversations.
- Analyze giving history to find consistent donors who demonstrate commitment to your mission.
- Consider demographics that align with typical bequest donors (age, giving longevity, involvement level).
- Survey your donors to gauge interest in learning more about planned giving options.
2. Develop a Compelling Bequest Marketing Strategy
- Create dedicated website content that explains the bequest process and its impact.
- Design informative brochures that showcase the difference legacy gifts make.
- Plan targeted email campaigns that introduce the concept of bequest giving.
- Prepare scripts for personal outreach by development staff.
- Develop storytelling content featuring existing legacy donors (with permission).
3. Train Your Fundraising Team in Bequest Conversations
- Ensure all development staff feel comfortable discussing legacy gifts with potential donors.
- Provide talking points and responses to common questions about bequest giving.
- Role-play bequest conversations to build confidence in discussing estate planning.
- Create resources that help staff explain the impact of bequest gifts on your mission.
- Establish processes for following up with interested donors appropriately.
4. Launch a Vibrant Legacy Society
- Provide meaningful recognition to donors who include your nonprofit in their will.
- Create exclusive communications that keep legacy donors informed about your work.
- Host special events that bring together those who have made bequest commitments.
- Develop unique benefits that acknowledge the significant impact of these future gifts.
Remind them of the celebrities who died without a will.
5. Monitor and Continuously Refine Your Bequest Marketing Strategy
- Track interest, engagement, and conversions resulting from your bequest marketing efforts.
- Analyze which messages and channels generate the strongest response from potential legacy donors.
- Gather feedback from donors who have made bequest commitments to improve your approach.
- Regularly update your bequest marketing materials to keep content fresh and relevant.
- Celebrate successes and share results with leadership to demonstrate the value of bequest marketing.
The Lasting Value of Strategic Bequest Marketing
Bequest marketing should unquestionably be the first priority in any comprehensive planned giving strategy. It requires minimal organizational effort, attracts the largest number of potential donors, and ultimately delivers high-impact gifts that sustain nonprofits for decades beyond the donor’s lifetime.
By implementing a well-planned bequest marketing campaign, your nonprofit can build long-term financial security while simultaneously helping donors create a meaningful legacy that aligns perfectly with their personal values and philanthropic goals. This mutually beneficial relationship strengthens your organization while providing donors with the satisfaction of knowing their support will continue far into the future.
If your organization has yet to develop a structured legacy giving program, now is the ideal time to start. The sooner you begin having bequest conversations with your supporters, the greater impact your bequest marketing efforts will have on your organization’s future sustainability and mission fulfillment.
Begin with several free downloads and tools at giftplanning.org.
Additional Bequest Marketing Resources for Nonprofit Professionals
To further enhance your bequest marketing efforts, consider these additional strategies and resources:
Leverage Digital Marketing for Bequest Promotion
- Create dedicated landing pages that address specific legacy giving options
- Develop targeted social media campaigns highlighting the impact of bequest gifts
- Use email segmentation to deliver personalized bequest messaging to appropriate donor groups
- Incorporate bequest information into your regular e-newsletter content
- Create downloadable resources that guide donors through the bequest consideration process
Integrate Bequest Marketing Across Fundraising Channels
- Include brief legacy giving messages in your annual appeal materials
- Train volunteer fundraisers to comfortably mention bequest options when appropriate
- Add bequest information to donor acknowledgment letters for mid-level and major gifts
- Incorporate legacy giving options in event programs and materials
- Create natural transitions from major gift conversations to bequest discussions
Remember that effective bequest marketing is not a one-time campaign but an ongoing strategic initiative that builds momentum over time. By consistently communicating the opportunity and impact of legacy gifts, you create a culture of planned giving that will benefit your organization for generations to come.
